The Two Step Flow Theory of Mass Communication states that information flows from the original source and through an opinion leader, before finally landing in the ears of the audience. Opinion leaders are individuals who follow news VERY closely and report on their findings. With less people putting their trust in mass media, these opinion leaders are gaining more of a following. They are doing so by gaining the trust of audiences that major news channels have lost. In today’s world of social media, most of these opinion leaders (influencers) utilize their social channels to spread information and opinions to their following.
How Gen Z (Me) Gather News
Admittedly, I am likely one of the few that still likes to watch the news on TV to absorb what is going on in the world. Before bed, I will watch the first 18 minutes of the recorded morning news (Good Morning America). In that 18 minutes, I can generally get a feel for what’s going on in the world that day and have a basic understanding of political and world issues. I am aware, though, that those 18 minutes do not give me the full story, especially with news stations being so divisive nowadays. For the rest of my news gathering, I rely on social media — predominately Twitter and Tik Tok. Although I still follow major news stations on Twitter to stay up-to-date, smaller news outlets, like Elite Daily, and even BuzzFeed, provide me with less biased information. Even more so with pop culture topics, it is nice to receive media without a “left” or “right” bias — just give me the story!
Tik Tok is a newer platform that allows influencers to spread their views in video format. I enjoy the short-video set up of Tik Tok, because it allows me to take in information on a specific topic in 0–3 minutes. Since my political views fall somewhere in the middle, I make sure to follows multiple accounts that report on news from various angles. I also enjoy the platform because there are various accounts that already report on news from a neutral viewpoint, which makes it extremely easy to cut though the noise and get the “true” story. @nowthisispolitics is an example of a news account that presents news from both sides.
What About Less Serious Topics?
Beyond “typical” news, there are other ways the Two Step Flow Theory has penetrated the masses and their way of absorbing information. I’m guilty of relying on influencers for their opinions on brands and products, before deciding on my own if it’s worth purchasing. For example, I was in the market for a new pair of running shoes. Instead of going straight to the source, the brand’s website, and comparing shoe types and features, I stalked the running influencers I follow and made a shoe decision based off their recommendation. Brands want you to purchase their products — of course. Influencers provide a buffer and give open and honest opinions about the products. Especially in the fitness world, an influencer is not going to promote a product for the sake of a paycheck. In most cases, the influencer uses the product themselves, making them a trustworthy source.
